The Game Lives Beyond the Field in Stept Studios' Oakley 2024 NFL Campaign

Creative and content studio, Stept Studios worked on their fourth Oakley x NFL campaign for the 2024 season. The campaign, 'Move the Game Forward', a groundbreaking 360-degree marketing initiative designed to engage Gen Z and establish Oakley as a leader in the evolving culture of football.

In an era where media consumption habits are fragmented and diverse, Stept Studios creative team, led by Jamal Dauda, developed a strategic plan, a multifaceted campaign that would resonate with Gen Z’s unique interests and values. The campaign incorporates a striking 30-second TV commercial featuring NFL stars like Patrick Mahomes II, Justin Jefferson, and Derwin James Jr., showcasing the excitement of the 'Game Beyond The Game'.

“From the early phases of research and identifying key insights, all the way through creative and delivery, we were intentional about developing platform specific content that could both standalone in its impact, while always ensuring it connected back to Oakley’s larger mission in football of moving the game forward: globally and for the next generation of fans and superstars,” shared Jamal Dauda, Stept GCD.

The campaign deliverables ranged from a high concept TVC directed by Nick Martini, to a variety of platform specific social deliverables, and countless static assets for print, retail, and OOH. Stept’s creative team oversaw the breadth of production and post ensuring a cohesive brand experience across all digital assets, in-store displays, and social media platforms. The engaging content not only captures the energy of the game but also drives meaningful interactions.

“With all the eyeballs and attention that comes with the NFL and a roster of superstar athletes, year after year, the challenge for us at Oakley is to evolve and elevate our storytelling in a brand-right and unexpected way. This season we wanted to tap into who our athletes are, on and off the field, showcasing the ways sport bleeds into culture – so we turned to one of our go-to creative partners to figure out how to tell this story, with the added wrinkle of providing a 360-strategy for it’s application and execution,” said Chasen Marshall, global communications director for Oakley. “Project after project, we’ve brought these unique challenges to Stept and they’ve found distinct and impactful ways to not only up the creative ante, but also show a capacity to execute far beyond the scope of the project.”